If you’re part of a B2B team trying to get more done with less, you’ve probably heard of Zapier. Maybe you’re already using it to move data around, or maybe you’ve got a pile of manual tasks you’d love to automate but aren’t sure where to start. This is a real-world review for folks who want to know if Zapier is worth the money, what headaches to expect, and whether it’s still the go-to tool for business automation in 2024.
Let’s cut through the hype and talk about what Zapier actually does, where it shines, and where it falls short—no buzzwords, just honest answers.
What Is Zapier (and Why Do B2B Teams Care)?
Zapier is a SaaS tool that connects different software apps so they talk to each other automatically. Think of it as the glue between your CRM, email, project management, and all those other tools no one really likes logging into.
For growing B2B teams, especially those running go-to-market (GTM) operations—sales, marketing, customer success, ops—it means you can automate repetitive stuff without bugging your dev team or learning to code. You set up “Zaps” (workflows) that trigger when something happens in one app and make something happen in another.
Typical use cases: - Sync new leads from a web form into Salesforce, HubSpot, or whatever CRM you use. - Notify the sales team in Slack when a demo is booked on Calendly. - Copy customer support tickets from Gmail into Asana for follow-up. - Move files, update spreadsheets, and send reports on autopilot.
You get the idea. If you find yourself copying and pasting the same info between apps, Zapier probably has a way to automate it.
How Zapier Works: The Nuts and Bolts
The core concept is simple: 1. Trigger: Something happens in one app (e.g., a new row in Google Sheets). 2. Action: Zapier does something in another app (e.g., sends an email, adds a CRM record).
A “Zap” is just a chain of these steps. You can add filters, delays, branching logic, and even code if you’re brave.
What’s changed in 2024? - More native integrations (over 6,000 apps, and counting). - Better multi-step workflows—branching, paths, and conditional logic are less clunky than they used to be. - AI features: The AI “Zap Builder” tries to generate automations for you. Sometimes it works, sometimes it’s… aspirational. - Newer tools (like Make and Pipedream) are nipping at Zapier’s heels, but Zapier still wins on sheer number of integrations and ease of use.
Setting Up Zapier: What’s Smooth, What’s Not
The Good
- No code needed. You can set up most Zaps without touching code or JSON.
- Simple UI. The interface is pretty straightforward. It walks you through connecting apps, mapping fields, and testing steps.
- Templates galore. Tons of pre-built Zaps for common workflows. This saves a lot of time.
- Solid documentation. If you get stuck, the help docs are actually useful—rare for SaaS.
The Not-So-Good
- App permissions can get messy. Connecting accounts sometimes means giving Zapier broad access, which isn’t always an easy sell to IT/security.
- Field mapping confusion. If your data is messy or your apps are customized, mapping fields can get fiddly fast.
- Testing is slow. Testing Zaps, especially with multi-step or branching logic, can be tedious. Sometimes you have to keep “poking” the workflow to see if it works.
Pro tip: Start with a simple, one-step Zap to get a feel for things. Once you trust it, add more steps or complexity.
Key Features for B2B GTM Teams
1. Multi-Step Zaps
You’re not limited to “if this, then that.” You can string together several actions, add filters (e.g., only trigger if the deal value is above $5k), and even use branching logic (“If this, do A. If that, do B.”).
Real talk: Branching is still a bit awkward. Don’t expect full-blown workflow automation like you’d get in enterprise-grade tools, but it covers 90% of what most teams need.
2. Paths and Filters
These let you set conditions so your Zaps only run in certain scenarios. For example, only alert the team if a lead comes from a specific campaign, or only add deals to a pipeline if certain fields are filled out.
Watch out: The more conditions you add, the harder it is to troubleshoot. Document your Zaps—future you will thank you.
3. Schedule and Delays
You can schedule Zaps to run at certain times or add delays between steps. Useful for things like: - Sending a follow-up email 24 hours after a meeting. - Updating a report at the end of each business day.
4. Webhooks and Custom Code
If you have a technical person on staff, you can trigger Zaps from almost anywhere using webhooks, or add custom JavaScript/Python to tweak data. For most B2B teams, though, you can get away without touching this.
Don’t over-engineer. If you need lots of custom code, Zapier might not be the right tool for the job.
Real-World Use Cases (And Where Things Break Down)
Where Zapier Shines
- Lead routing: Automatically assign inbound leads to the right salesperson based on territory or company size.
- Customer onboarding: Trigger welcome emails, set up tasks in project management tools, and notify account managers without manual handoffs.
- Renewal reminders: Flag accounts coming up for renewal and alert the right folks before deals slip.
- Slack alerts: Keep teams in the loop without drowning everyone in emails.
Where It Struggles
- Complex logic: If your process needs lots of “if this, then that, except when…” logic, things get messy. At some point, you’re better off with a dedicated workflow automation tool or a custom build.
- Bulk data sync: Zapier is event-driven. It’s not great for mass updates or syncing thousands of records at once. It’ll either choke or eat up your task limits fast.
- Error handling: If something fails (an app is down, a field changes), it may silently break. You have to babysit your Zaps more than you’d like.
- Pricing surprises: You pay per “task” (each action counts). Busy teams can hit their limits quickly, and it’s not always obvious which Zaps are racking up costs.
Pricing in 2024: Worth the Spend?
Zapier’s pricing is simple at first glance, but can get expensive for B2B teams with lots of automations:
- Free: Good for testing or very light use, but limited to single-step Zaps.
- Starter/Professional: Best for small teams or light automation—multi-step Zaps, more tasks, filters, and some premium apps.
- Team/Company: Needed for serious GTM teams—priority support, shared folders, SSO, and advanced controls.
Gotchas: - Every action counts as a “task.” If a Zap runs 100 times and has 5 actions, that’s 500 tasks. - Premium apps (Salesforce, Zendesk, etc.) cost more. - If you don’t monitor usage, you can get hit with surprise bills.
Pro tip: Regularly audit your Zaps. Turn off anything you don’t need and consolidate where possible.
Alternatives: Is Zapier Still the Best Bet?
There’s more competition than ever: - Make (formerly Integromat): More powerful, more visual, but steeper learning curve. - Pipedream: Geared toward developers—more flexible, but not as user-friendly. - Workato, Tray.io: Enterprise-grade, but expensive and overkill for most B2B teams.
Zapier’s still the easiest way for non-technical folks to automate business tasks, and its app directory is unmatched. But if you’re dealing with highly custom workflows or need serious error handling, it might be worth looking elsewhere.
What to Ignore (or Not Overthink)
- AI automation hype: Zapier’s new AI builder is interesting, but still pretty hit-or-miss. It might help brainstorm ideas, but don’t expect it to build complex workflows for you.
- Endless integrations: Just because you can automate something doesn’t mean you should. Focus on high-impact, repeatable tasks. Avoid automating chaos.
- “Set it and forget it” myth: You’ll need to check on your Zaps from time to time. Apps change, APIs break, fields get renamed. That’s life.
Simple Advice for Getting Started
- Start with the manual tasks that annoy you most.
- Build a simple Zap. Test it. Watch it work.
- Add complexity only as you need it.
- Document your automations so you’re not flying blind six months from now.
Automation isn’t magic—it’s about making your day less tedious. Zapier does that for most B2B teams, provided you don’t expect it to fix broken processes or handle edge cases perfectly. Keep it simple, keep iterating, and automate the stuff that matters.